CHAPTER 1

BUSINESS ENVIRONMENT
Concept of Business
Environment

Importance of Business
Environment

Dimensions of Business
Environment

Micro Environment
Macro Environment
SWOT Analysis
 FINANCIAL CUSTOMERS GOVERNMENT
ANKS INSTITUTIONS AGENCIES

COMPETITORS TRADE UNION SOCIAL MEDIA

ORGANISATION/
BUSINESS/
COMPANY

ALL THIS GROUPS INFLUENCE FUNCTIONING OF BUSINESS

 CONCEPT OF BUSINESS ENVIRONEMNT

The term ‘business environment’ refers to the

sum total of all individuals, institutions and
other forces that lie outside a business
enterprise but that may influence its functioning
and performance.

“ Business Environment is the composition of

those forces that affect the performance of the
organization but over these forces the
organization has little control.
--- ROBBINS
 CONCEPT OF BUSINESS ENVIRONEMNT

DISTINCT DRUM
D – Dynamic
I - Interrelatedness
S – Specific and General forces
T- Totality of external forces
N – Non controllable
C – Complexity
D – Diversity
R – Relative
U – Uncertainty
M – Multi dimensional
 FEATURES

1. Totality of External
Forces
Business environment is aggregative in nature
because it is the sum total of all things external
to a business enterprise.
2. General and Specific
Forces
General forces such as economic, social, political,
legal and technological conditions indirectly
influence all business enterprises.
Specific forces such as investors,
customers, competitors and suppliers
influence individual enterprise directly.
 3.
Interrelatedness
Different
: elements of business
environment are interrelated.
For example,
Health care Awareness has led to
increase in the demand for health foods
and health resorts. New health products
and services.
4. Mutual
dependence
Different components of business
environment are inter dependent.
Economic forces affects Non economic
forces.
Business is basically an economic activity,
economic environment of business both
national and international gets
importance.
The economic environment of the country includes
economic system, stages of business cycle, financial
system and economic policies of the government.

Non-economic environment includes political system,

government policies, legal framework social system,
cultural values, demographic factors, technological
development and natural environment of the country.
 5.
Complexity :
Business environment is complex - consists
of several interrelated elements which keep
on changing.
For example, it is difficult to know the impact
of economic, social, political, technological
and other forces on changes in demand for a
product or service.

Rising price of Petrol and Diesel

Rising price of Automobiles
Rising price of Health care products
Medical expenses
 6. Dynamic :

BE is not static, keeps on

changing.
Entry of new competitors
Development of new
technology,
Preferences of consumers
7. BE is
Uncertain :
because it is very difficult to predict future
events particularly changes in technology
and fashion which occur fast and
frequently.
 8.
Relatively :
Business environment is a relative concept
as it differs from country to country and
even from region to region.

Example,
Demand for sarees is quite high is India
but almost non-existent in Japan.
Political conditions in India differ from
those in Iraq.
Essential services are more cheaper in
India then other foreign countries.
 9. Multidimensional
:
BE has several dimensions  MICRO - MACRO
 10. Diversity:
BE is diverse - multifaceted in nature
Business environment is multifaceted as it
is an opportunity for some but a threat for
others. Changes may be viewed differently by
different individuals. Early identification of
opportunities helps an enterprise to have the
first mover advantage and tap the opportunities
at the earliest.
11.Non-
controllable:
The factors and forces that constitutes BE
are beyond the control of single
organinsation.
Business Environment Relationship

OPEN SYSTEM
 BUSINESS ENTERPRISE

ENVIRONMENT

(INPUT) (OUTPUTS
Raw material
Capital TRANSFORMATION Goods
Labour PROCESS &
Energy
Machine Services
Land…

FEEDBACK
 IMPORTANCE OF
Business Environment
Q. Why environment is important for business
firms?
It is Important for business firms to understand their
environment and changes occurring in it because Business
enterprises which know their environment and are ready to
ADAPT to environmental changes would be successful.

On the other hand, firms which fail to adapt to their environment

are unlikely to survive in the long run.
Creates opportunities for expansion and growth through opening
of new markets, technological advancements, increase in
population and incomes, etc.
1. Business enterprises which know their
environment and are ready to adapt to
environmental changes would be successful and
firms which fail to adapt to their environment are
unlikely to survive in the long run.

Example - some Indian firms suffered

considerably
because they failed to appreciate the tightening
regulations against environmental pollution.
2. Knowledge of environmental changes is very
helpful in the formulation and implementation of
business plans which can obtained through
environmental scanning (SWOT)
With the help of environmental scanning, an
enterprise can consider the impact of
different events, trends, issues and
expectations on its business operations

3. Environmental forces create opportunities for

expansion and growth through opening of new
markets, technological advancements, increase in
population and incomes, etc.
Example - the growing demand for cars has led
to tremendous increase in the sales of both
Indian and foreign car firms
4. Environmental forces may act as constraints
such as shortage of critical raw materials, labour
supply, government regulations and so on.

Example - growing competition from multinational

firms forced many small firms in India to sell out.

5. Business enterprises must be managed in

harmony with these forces and institutions so that
they can achieve their objectives

6. It is essential to forecast environmental

conditions before establishing objectives and
formulating strategic plans
For example, a firm manufacturing baby food
must take into account the decline in birth rate
while formulating production and sales plans.
IMPORTANCE OF BUSINESS ENVIRONMENT

1. It enables the firm to identify opportunities and

get first mover advantages.
2. It helps the firm to identify the threats and early
warning signals.

3.It helps to adjust and adapt to rapid changes.

4. It helps in tapping/coping useful resources.
5. It helps in formulation of plans and policies.
6. It helps in improving performance of the
enterprise.
Direct benefits of understanding
environment
- Awareness of environment (EA)
FEC SC PC -
F - First Movers Advantage
E - Early warning signal
C - Customer focus

S - Strategy formulation
C - Coping with the change

P - Public image
C - Continuous learning
Direct benefits of understanding
environment
- Awareness of environment (EA)
Direct benefits of understanding
environment
- Awareness of environment (EA)
1. First mover
advantage:
EA  Enterprise take advantage  Early
opportunity  ahead of Competitor

Maruti Udyog became the leader in small car market

because it was the first to recognise the need for
small car on account of rising petroleum prices and
a large middle class in India.

Amazon created the first online bookstore, which

was immensely successful. By the time other
retailers established an online bookstore presence,
Amazon had achieved significant brand recognition.
 2. Early warning
signal :
EA  makes a firm aware of the impending threat
or crisis so that the firm can take timely actions to
minimize the adverse effects, if any.

Maruti Udyog  increased the production of Esteem

Lakme took serious steps to improve the quality and

types of products as foreign multinational cosmetics
companies started coming to India after 1991.

'Airtel' identified the need for fast internet and took

first-mover advantage by providing 4G speed to its
users followed by Vodafone and Idea.
 3. Customer Focus
Sensitize the management

EA makes the management sensitive to the

changing needs and expectations of consumers
Hindustan Lever and several other FMCG ( Fast
Moving Consumer Goods) companies launched small
sachets of shampoo and other products realising the
wishes of customers. This move helped the firms to
increase sales.

Many companies invest time and money in extensive

internal communications instructing employees to
put customers first
 4. Strategy
Formulation :
Provides relevant information about the business
environment  serves as the basis for planning and
policy making.

ITC realized that there is a vast scope for growth in

the travel and tourism industry in India and the
Government is keen to promote this industry
because of its employment potential. With the help
of this knowledge, ITC planned new hotels both in
India and abroad.
 5. Coping with
changes :

To decide the direction and nature of change.

Business leaders need to understand the aspirations
of people and other environmental forces through
environmental scanning.

Contemporary environment requires prompt decision

making and power to people.
Therefore, business leaders are increasingly
delegating Authority to empower the staff and to
Eliminate procedural delays.
 6. Public Image / Image
Building :
A business firm can improve its image by
showing that it is sensitive to its environment and
responsive to the aspirations of public.
Leading firms like Reliance Industries, ICICI Bank
and others have built good image by being sensitive
and responsive to environmental forces.
Environmental understanding enables business
firms to be responsive to their environment.
Coca-Cola is a brand known for a product best used
at the time of happiness, joy, and good
experience. ...
McDonald's has an image of an
inexpensive brand that serves the food very
quickly.
 7. Continuous
learning :
EA provides continuous learning for its managers.

Reliance industries have empowered its managers

to speed up decision making in the highly
competitive environment.

Mukesh Ambani-led Reliance Industries (RIL)

announced a new product called Jio Glass at its 43rd
annual general meeting (AGM). The gizmo is
designed for 3D virtual classrooms and will enable
holographic classes for teachers and students.
DIMENSIONS OF Business Environment

COMPANY
Micro environment is also known as Direct
Section Environment or Task Environment.
 MICRO ENVIRONMENT

INTERNAL FACTORS EXTERNAL

FACTORS
CONTROLLABLE FACTORS
Policies and Programmes Customers
Personnel Competitors
Physical Facilities
Marketing Mix Suppliers
Marketing
Corporate Culture Intermediaries
Mission and Objective Financiers
Top Management Structure
Power Structure
Public
Company Image & Brand Equity
Human and other Resources
 INTERNAL FACTORS
1. Corporate Culture
Values, Beliefs and Attitudes of the founders and top
management of the company exercise a strong
influence on what the company stands for,how it
does things and what it considers important.
The five core Tata values underpinning the way we do
business are:
Integrity. We will be fair, honest, transparent and ethical in our
conduct; everything we do must stand the test of public
scrutiny.
Responsibility. ...
Excellence. ...
Pioneering. ...
Unity.
Infosys Culture reviews.
Bottom line -- Infosys is committed to their employees. As we
adapt to the new norm in the world - Infosys has supported each
of us with the ability to work from home and has provided
employee well being interventions. ... Excellent friendly
team culture.

 2. Mission and Objective :

The business Philosophy and Purpose of a company

guide its priorities, business strategies, product
market scope and development process.
The mission of Dhirubhai Ambani to make Reliance
the biggest group in the private sector prompted him
to launch world scale plants in petrochemicals and
other industries.
  3. Top Management Structure

1. The composition of the BOD

2. Degree of professionalization of management

3. Organizational structure of a company

4. Qualified & Responsible BOD  Out perform

5. The shareholding pattern of a company also

influence its functioning.
6. Nominees of financial institutions (having large
shareholding) may take control over decision
making of the company
(Wipro) the promoters hold majority of the shares.
  4. Power Structure

BOARD OF DIRECTORS
INTERNAL
RELATIONSHIP
CHIEF EXECUTIVE

SHAREHOLDERS

DECISION
SUPPORT TOP MANAGEMENT MAKING OF
COMPANY

EMPLOYEES
  5. Company Image and Brand Equity

SIGNIFICANT ROLE FOR :

RAISING FINANCE
FORMING ALLIANCES ( agreement between two or more
nations - merger)
CHOOSING DEALERS AND SUPPLIERS
ENTERING FOREIGN MARKETS
LAUNCHING NEW PRODUCTS
  5. Human and Other Resources :

Tata Steel could easily Some companies face great

carryout a large scale difficulty in carrying out such
modernization and programmes due to strong
restructuring. resistance by employees and
their unions.

Competence - Morale -Motivation of employees

SUCCESS OF BUSINESS
EXTERNAL
FACTORS
Financers Middlemen

Publics
What is External Factor ?

External factors are those influences,

circumstances or situations that a business
cannot control that affect the business
decisions that the business owner and
stakeholders make. The are a large number of
external factors can have a direct impact on
the ability of your business to achieve its
strategic objectives.
However, the micro forces may not influence
all the firms in a particular industry in the
same manner.
OUTSOURCING CLIENTS / VENDORS/
IN HOUSE SUPPLIES
 CUSTOMERS
Types of Customers - Individual, Commercial,
Government,
Loyal , Dissatisfied,
Researchers,
Bargain…..
The main purpose for the existence of most
organizations
*satisfy the needs and wants of the customers - Profit
*Provide the best products/services at the best prices.
*Failure to do so may result in failure of the business.
*It is important to listen to customers and value their
feedback.
 Customer consumer surveys have
increasing importance in today’s markets.

A firm can select the target customer group

or market segment on the basis of factors
like *Profitability
Elasticity of demand
Dependability
Degree of competition
Growth prospects.
 COMPETITORS

DIRECT COMPETITORS INDIRECT COMPETITORS

Firms which offer the Indirect competition comes

same or similar from firms vying for
products and services. discretionary income
(money spent of luxury
items, vacation,
Nonessential goods)

Example : Example :
Automobile companies Entertainment industries
Electronic companies. Cinema  outdoor
activities
Competitive  Globalization and Liberalizations
 SUPPLIERS
Supply raw materials and components to the company
Reliable sources of supply enable the company to
carry on uninterrupted operations and to minimize
inventory carrying costs.
The relation between the company and the suppliers is
a power equation. Both depend on each other for their
survival.

It is necessary for the company to have healthy and

amenable relations with their suppliers. This is
essential to the smooth running of the organization.

Maruti Udyog undertake vendor development to

ensure timely and regular supply
 MIDDLEMEN

Distribution network has contributed significantly to

the success of companies.

Intermediaries help a company in promoting, selling

and distributing its products to consumers.

Advertising
Middlemen agencies, Marketing
Agents Research agencies
Transportation
Wholesalers Insurance
firms and
Retailers companies
warehouses
assist in the
physical
distribution
 FINANCERS

Shareholders, Financial
institutions,
Debenture holders Banks

Financiers ATTITUDES, NATURE OF

INVESTMENT, FINANCIAL CAPACITY, POLICIES
are important factors for the company

Risky Financers are very cautious of their safe

investment and returns.
 PUBLICS
Groups who have an actual or potential, interest in the company or
who influence the company’s ability to achieve its objectives.

Media groups can be used to disseminate useful

information
The business can help the environment by producing
products from recycled material, solar panels,
Rainwater harvesting - Environmentalist

A company can cooperate with the local people to

improve its image as well as to provide some benefit
to the people.

Non-government organizations often organize protests

against firms suspected of being guilty for child labour,
cruelty against animals and damage to nature
 Macro
Environment
can be
described as
the collection
of those
factors and
conditions,
which has the
al
o
c
liti ent capability of
P nm
v iro influencing the
En
business
positively or
negatively.
Poses threats
to the firm.
It comprises of
the elements
which are
uncontrollable,
dynamic and
unpredictable.
 Example

Record stores have vanished due to no business as

people are more towards downloading songs from
internet (illegally getting it from friends

When there is a substantial increase in the cost of

imported raw materials due to depreciation of the
Rupee, production of such materials within the
country may become necessary.
(devalue of the currency)
The economic environment consists of the factors and
forces concerning means of production and distribution
of wealth.
Macro environment consists of the following components :
(a) The nature of economic system of the Country :
Property rights, ownership of factors of production,
functioning of price mechanism, economic planning
(five year plans and annual budgets), role of public
sector, production relations.
 ( b) Structural anatomy of the economy —
Occupational distribution of labour,
Structure of national output,
Pattern of capital investment,
Composition of trade,
Structural equilibrium between different
sectors (agriculture, industry, services).

c) Organization and development of the capital market.

d) Economic policies—industrial policy, monetary

policy, fiscal policy

e) Stage and pace of economic growth in the country.

 ( f) Economic indices.
Gross national product,
Per capita income,
Rate of savings and investment,
Balance of payments position,
Rate of inflation,
Interest rates
Tax rates

(g) Industrial infrastructure —transportation,

Communication,
power, etc.

(h) Market Conditions - Degree of

competition.
 EXAMPLES
Interest Rates. Interest rates greatly influence the cost of
capital of all businesses. ...
Credit Conditions. The willingness and ability of banks to lend.
...
Business Cycle. The rise and fall of supply in an industry. ...
Business Confidence. ...
Consumer Confidence. ...
Debt & Savings. ...
Inflation & Deflation. ...
Labor Market.
For a farmer, the weather and price of fertilizers are important
factors.
For a TV channel - The growth in Internet advertising
matters a great deal, but not the weather.

Internet advertising matters to a TV station because the

Internet competes for advertising business.

For a farmer, however, advertising media is not important.

Consists of all the social and cultural forces within
which business firms operate

Socio-cultural factors that have a major impact on the

operation of

The attitude of the Culture

society towards
foreign goods and Language
services.
Religion

Customer Level of
preferences education
 EXAMPLES

Population and income levels.

Growing HEALTH awareness  Demand for nutritious

foods, Exercise equipment and slimming centers.

DOINKIS (Double Income No Kids) has emerged as an

influential customer group in metropolitan cities.

Changes in habits and preferences of people have

increased the demand for life style products such as
designer clothes, consumer electronics, etc.

Rise in middle class has led to public investment in

corporate sector.
 A

 Life Expectancy
 (b)Social attitudes, customs, traditions,
rituals, culture, life styles, etc.

(c) Family structure and values.

(d) Social concerns regarding pollution, corruption,

status of women and minorities, role of media.

(e) Education levels, awareness of rights, work ethics.

 EXAMPLES
In the food and beverages industry, restaurant and food
chains are powered by food tech companies with zingy names
like ‘Zomato’ and ‘Swiggy’. These food tech companies provide
the supply chain, enabling even an entrepreneur working from
his kitchen at home to deliver food to homes and offices
anywhere in the city. The food tech sector bounced back and is
offering employment to millions of citizens in India.

The transportation industry has also seen a radical transformation

in India. Cab aggregators like Ola, Uber and Meru do not own any
vehicles. The core of their business is technology that runs on the
cloud, with consumer interfaces in the form of apps installed on
our mobile phones.
Transportation also extends to logistics. Tech like GPS
devices and IoT sensors fitted on trucks are used for fleet
tracking and management.

The hotel industry has also been disrupted (or shall we say
enabled) by technology. Airbnb does not own any hotels
and neither do internet startups like Oyo and Treebo. Yet
they offer rooms at affordable rates and make bookings a
snap for travellers. Booking.com and Travango are other
popular room aggregators.

Flights are now booked through services like Makemytrip,

Cleartrip, Travango .The travel agent was disrupted and
had to remodel his business to survive.
Refers to the state of science and technology in the
country and related aspects such as the Rate of
technological change, Institutional arrangements for the
development and applications of new technology
(research and development systems), manufacturing
processes and equipment, etc.

Systematic application of scientific and other organized

knowledge to practical tasks.

Technological environment depends upon several

factors
Spirit of invention and innovation among
people
Facilities for research and development

 Incentives and concessions for development and

application of new technology
 Legal protection for intellectual property rights
 Access to foreign technology

Advancements in technology helps - benefits

help to improve productivity and quality.

increases competitiveness of industry by reducing costs

increase obsolescence of plant, machinery and skills.

Limitations

requires huge capital investment and skilled manpower.

often faces resistance due to changes required in

organizations, skills and human relationships
 EXAMPLES

Digital watches  traditional watches

Cable TV  Radio and cinema

Xerography ( laser printer / Fax Machine) 

damaged carbon paper business

Colour television  black and white television

Shopping malls  retail business in big cities.

eBooks – Amazon Kindlle  Traditional
books
The political environment
consists of the forces
concerning management
of public affairs and their
impact on business.
 (a) Constitutional
framework.
Constitution of India seeks to
(h) Relations of
protect the fundamental, political
the country
and civil rights of the people (b) The
with other political
countries
Basic governance structure system
(g) Foreign of the country.
Nature and ideology
policy and political parties and
defence power centres.
Components of
policy of the
political environment (c) The political
country
structure
(f)
Degree of centre-state relations.
politicization
of economic
(d) Political
and business
(e) Political processes philosophy and
issues
stability of the
party system, elections government
and their funding
 EXAMPLES

Coca Cola and IBM were forced to leave India due to

very strict policy of the government during 1977-
1980
Bangalore and Hyderabad have become the most
popular locations for information technology (IT)
firms due to supportive political climate

Changes in political scenario led to the entry of Coca

Cola, Pepsi cola, IBM and other multinational
corporations in India.
The laws which are passed by the government for business operation i
called legal environment. In every country, the government regulate
business activities. These regulations of government are considered
as legal environment.
'consumer's interests’- Advertisement of alcoholic beverages is
prohibited.
Employees Protection laws.
Weight and Measures Act: These laws ensure that the goods sold
are weighed on Standard weighting equipment
Trade Description Act: This law ensures that it is illegal to
deliberately give a misleading impression about products
 Components of the Legal
and Regulatory Environment
The protection of public property.
Fight against corruption
Contributed to natural and community
development.
(a) Rights and duties of citizens Proper upbringing of children.
as specified in the constitution Loyalty to the government and nation.
Payment of taxes and levies (dues)
Respecting the rights of other people.
Reporting criminal cases.

List of Fundamental Duties :

Abide by the Constitution and respect national flag & National Anthem.
Follow ideals of the freedom struggle.
Protect sovereignty & integrity of India.
Defend the country and render national services when called upon.
Sprit of common brotherhood.
(b) Laws concerning promotion, operation and expansion of
business

(c) Flexibility and adaptability of laws

(d) Judicial system of the country and judicial decisions.

Techniques used for analyzing and diagnosing the environment
 Strengths and
Weaknesses can Opportunities
be identified by and Threats can
analyzing the be identified by
internal analyzing the
environment external
(corporate environment
appraisal),.
SWOT
TOWS
Strength (S) Weakness (W) Opportunity (O) Threat (T)

 A strength is A weakness is A favourable  An

an inherent an inherent condition  in unfavourable
capability of the limitation or external condition in
company which it constraint of the environment  the company’s
can use to gain company which which enables it external
strategic creates strategic to strengthen environment
advantage over disadvantage for its position. causes a
its competitors. it. damage or
Family fuel is Liberalization risk to its
Country-wide today a / Globalization position.
distribution weakness of  opportunity Competition
network, for Reliance to companies from
example, is a Industries. enter Banking multinational
strength of Insurance corporations
Hindustan Shortage of Telecommunication is a threat for
Unilever Limited. funds sectors. Indian firms.
SWOT analysis

helpful in the formulation of an effective strategy

that can capitalize on the opportunities and
neutralize the threats faced by an organization

A systematic and logical approach to understand

the environment of a business organization.

It helps a firm in matching its strengths and

weaknesses (What it can do) with the opportunities
and threats operating in the environment (What it is
allowed to do).
An effective strategy is one that enables the firm to
capitalize on the environmental opportunities and to
neutralize the threats with the help of its strengths.
 Strengths Weaknesses
1.Unmatched research and development 1.Criticism over high water usage, selling
capability contaminated food, anti-unionism, forced
2.Strong geographic presence, with one of child labor and using other unethical
the best geographically diversified revenue practices
sources 2.Contaminated food recalls
3.Unrivaled product and brand portfolio
4.Environmental sustainability efforts
5.Ownership of some of the most
recognizable brands in the world

NESTLE SWOT ANALYSIS

Opportunities Threats
1.Clear and accurate labelling indicating of 1.Poor quality water and its scarcity
any harmful products 2.Increased competition in the beverage
2.Transparency in material sourcing and food industries
3.Growing number of small Silicon Valley 3.The price of coffee beans could
based food startups significantly rise due to major weather
4.Growing ready-to-drink (RTD) tea and disasters
RTD coffee markets
Basic Terms Micro Environment Macro Environment

These are internal forces These are external forces

Meaning that directly affect the that affect the working and
business from within performance of the
business from outside.

Lasting Period Short life impact Longer life impact

Uniform hence easy to Dynamic hence difficult to

Nature control control

Influence Directly and Regularly Indirectly and Distantly

Other names Internal environment External environment

Population &
Demographics, Economic,
Competitors, suppliers,
Socio-Cultural,
Elements organization itself, market,
Technological, Legal &
intermediaries.
Political, and
Environmental.
 It refers to the surroundings or
totality of forces in which the
business exists.
Features
Dynamic
Interrelatedness
Specific and-
BUSINESS ENVIRONMENT General forces
Totality of external
forces
Non controllable
Importance: Complexity
It enables the firm to identify opportunities and get Diversity
first mover advantages. Relativity
It helps the firm to identify the threats and early Uncertainty
warning signals. Multi dimensional
It helps to adjust and adapt to rapid changes. Public Image
It helps in tapping/coping useful resources. Continuous
It helps in formulation of plans and policies. learning
It helps in improving performance of the enterprise.
 Benefits of understanding Bus. Env.
First Movers Advantage
Early warning signal
Customer focus Liberalization
Strategy formulation Abolish licensing
Coping with the change requirement in
Public image most industries.
Continuous learning
Globalization
Integration of the
various economies
SWOT BUSINESS of the world
ENVIRONMENT leading towards
Analysis the emergence to a
cohesive global
economy

MICRO MACRO Privatization

Disinvestment of
CONTROLLABLE UNCONTROLLABLE public sector
 MICRO ENVIRONMENT

INTERNAL FACTORS EXTERNAL

FACTORS
CONTROLLABLE FACTORS
Policies and Programmes Customers
Personnel Competitors
Physical Facilities
Marketing Mix Suppliers
Marketing
Corporate Culture Intermediaries
Mission and Objective Financiers
Top Management Structure
Power Structure
Public
Company Image & Brand Equity
Human and other Resources